![[Research Contribution] Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City](/images/upload/img_background/ueh-background-639113180805304185.png)
[Research Contribution] Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City
09 Apr 2026
Electric vehicles are called the future of green transportation, but in reality, students still choose gasoline vehicles every day as a hard-to-break habit. So what makes an "environmentally friendly" choice not yet strong enough to replace the "familiar and convenient" option? To explain this paradox, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted a study titled "Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City," aiming to explore the factors that truly influence the decision to switch to electric taxi services among students in the context of a modern urban environment.
Read More![[Research Contribution] The impact of greenwashing and green perceived value on young people's intention to purchase Innisfree green cosmetics in Ho Chi Minh City: Through Intermediate Factors Green Brand Attitude, Green Brand Image, Green Brand Equity, Green Word of Mouth](/images/upload/img_background/ueh-background-639108139346820915.png)
[Research Contribution] The impact of greenwashing and green perceived value on young people's intention to purchase Innisfree green cosmetics in Ho Chi Minh City: Through Intermediate Factors Green Brand Attitude, Green Brand Image, Green Brand Equity, Green Word of Mouth
03 Apr 2026
Green consumption is on the rise, but so are the traps of greenwashing. When trust is betrayed by layers of artificial ecological facades, how will young people react? To find the solution to this puzzle, the research topic "The impact of greenwashing and green perceived value on young people's intention to purchase Innisfree green cosmetics in Ho Chi Minh City: Through Intermediate Factors Green Brand Attitude, Green Brand Image, Green Brand Equity, Green Word of Mouth" was conducted by a group of students from the University of Economics Ho Chi Minh City (UEH), delving into how skepticism disrupts brand equity and reshapes the purchasing decisions of the younger generation regarding green cosmetics.
Read More![[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City](/images/upload/img_background/ueh-background-639107152756904582.png)
[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City
02 Apr 2026
Why can young people spend hours on a game, but easily scroll past environmental messages? Perhaps the issue lies not in awareness, but in the level of excitement of the experience. When "green living" is still dry, it is difficult to create a real connection with the brand. From that perspective, a group of researchers from the University of Economics Ho Chi Minh City (UEH) conducted the project "Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City," aiming to explore how gamification can transform the green journey into an enjoyable and exciting experience, thereby promoting more natural interaction with the brand.
Read More![[Research Contribution] What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?](/images/upload/img_background/ueh-background-639105408822935351.png)
[Research Contribution] What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?
31 Mar 2026
A study by the University of Economics Ho Chi Minh City on the topic "What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?" has shown that the intention to buy 'green' skincare products among young consumers not only depends on environmental awareness but is also influenced by various psychological and social factors.
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Registration open: International Workshop – Sustaining Zero-Waste Environment
30 Mar 2026
Application deadline: March 30, 2026 Available slots: 10 - 15 students Application form: https://forms.gle/V9U1xKo1o4CxvsqU8
Read More![[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City](/images/upload/img_background/ueh-background-639098502425505644.png)
[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City
23 Mar 2026
Amid the ecological crisis, green marketing is not just about showcasing product features but is shifting toward "touching" the consumer's psyche. Instead of dry calls to action, many campaigns are beginning to leverage emotional factors—especially feelings of guilt—as a lever to awaken ecological responsibility. However, do these psychologically weighty messages truly have the power to transform into environmental protection actions among the youth?
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
